Move on strong

The flexible smile

Akademikernes A-kasse, with its 285,000 members, is Denmark's largest unemployment insurance fund for academics. They have around 250 dedicated employees spread throughout the country, working together to help their members'. We have worked with Akademikernes A-kasse to sharpen and further develop their existing visual identity to better reflect the times and the organization's needs. A central challenge the design aimed to address was that Akademikernes A-kasse communicates with members in many different life situations and therefore needs to be able to engage them with different communication styles and tones.

A solid tool box

The solution was an identity that can be adjusted up and down depending on the target audience, encompassing both the serious and more playful aspects. The result is an expanded identity, including an update to the color palette, with a broader range, and a new photo style with categories that make it easier for employees to expand the library over time. Additionally, AM has assisted in developing an illustration style that complements the identity when photos may not suffice, giving Akademikernes A-kasse a recognizable look that sets it apart from other unemployment insurance funds. Finally, we have revised the use of the graphic element, in the form of the smile from the logo, with more colors, scales, and placements. The smile has also played a more visible role in the identity, with its new mobility, dynamic transitions, and interaction with other elements, including the illustrations.

We succeeded in creating a visual universe that Akademikernes A-kasse implements and uses on their own, including the templates we have developed.